A Qualitative Research on the Impact of Recession on Marketing Strategies

A recession is an economic phenomenon that directly affects the decisions and strategies of enterprises. During this period, the reflex of enterprises is to try to go through this period by reducing expenses. The activity group most affected by this practice is marketing. The study was conducted as a qualitative research based on interviews with retail brand managers, and the interviews were analyzed by transferring them to the MAXQDA 2020 program. The findings reveal that enterprises, which manage the recession period without interrupting communication with the customer, consider the environment created by the period as an opportunity.